AdAge published a story yesterday that speculated about the forthcoming Microsoft search engine, allegedly to be called “Bing.” Here’s the essential information:
The software giant is set to launch an $80 million to $100 million campaign for Bing, the search engine it hopes will help it grab a bigger slice of the online ad market. That’s a big campaign — big compared with consumer-product launches ($50 million is considered a sizable budget for a national rollout) and very big when you consider that Google spent about $25 million on all its advertising last year, according to TNS Media Intelligence, with about $11.6 million of that focused on recruiting. Microsoft, by comparison, spent $361 million. Certainly Google has never faced an ad assault of anything like this magnitude.
JWT has been tapped for the push, which will include online, TV, print and radio.
Say you’re at JWT, what would the campaign look like? Would you go directly after Google or not? Would you use humor? This is a huge creative challenge. I’m curious to know what your “messaging” might be.